A company's marketing professionals or department's significant tasks are building and growing the brand with their clients. Sometimes the brand name is the cause of a company's success. According to Kozlenkova et al. (2015), the primary purpose that the marketing department might take part in the supply chain's decisions is to certify that the brand they are selling contains the actual products they attest to be. The marketing department might spend a lot of money claiming that their products would succeed, but in actuality, the supply chain might be taking shortcuts to produce different products from what they claim to be. As a result, it can lead to the brand's loss of loyalty that the marketing department might strive to develop and attract customers. Marketers also spend much of their time designing programs to grow client's commitment. Therefore, the department participates in supply chain decisions to avoid anything going wrong, like supplying the wrong product.
Marketing research is the process used to determine a new product or service's validity through analysis carried with potential clients. Marketing research is vital to a business because it allows an organization to learn about the targeted market and get opinions on its product; hence, a small business that might not conduct marketing research is disadvantage d (Malhotra, 2018). Market research is necessary because it enables a company to learn about the risks of the market it is involved in and the steps to take to reduce the risks. It also helps understand the customers' wants and needs, which promotes sales. The market research also outlines a company's brand reputation to learn whether it should rebrand. For example, if a company's brand is targeting one group of individuals, market research enables the company to know whether it should rebrand or not. Regardless of a business's size, marketing research is vital because it provides excellent insights into the industry and a broader marketplace.
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References
Kozlenkova, I., Hult, G., Lund, D., Mena, J., & Kekec, P. (2015). The Role of Marketing Channels in Supply Chain Management . Academia.edu. Retrieved 1 April 2021, from https://www.academia.edu/35028579/The_Role_of_Marketing_Channels_in_Supply_Chain_Management.
Malhotra, N. K. (2018). Marketing research: current state and next steps. Brazilian Journal of Marketing-BJMkt Revista Brasileira de Marketing–ReMark Special Issue , 17 , 18-41.
